Transforming the claims process at Milvik Bima

The problem

Milvik Bima serves customers across Asia and Africa, including people with limited access to smartphones. Claims took an average of 35 days, and only 26% arrived with the right information and documents on the first attempt. Customers called to understand requirements and chase progress, adding pressure to an already overloaded support line.

As Product Design Lead, I worked with the Head of Innovation and Growth and local customer service teams to improve claims and support across Bangladesh, Pakistan, and Tanzania. The journey had to work with or without an app.

A clearer path to a complete claim

I started with what customers could use immediately: simpler paper forms and mobile-friendly document guides. A conditional Typeform journey let us test improvements while app development was underway. Those iterations shaped three decisions in the app:

• Explain requirements upfront. Show the documents needed for each claim type, with video guidance before customers begin.
• Catch mistakes early. Check hospitalization dates, waiting periods, and exclusions before asking customers to gather and upload documents.
• Let people complete the journey at their own pace. Allow details in any order, save progress, and explain what happens after submission.

Make help easier to reach

For customers without app or web access, I redesigned the phone menus around common reasons for calling. Clearer options, recorded answers, consistent controls, and callback options helped customers resolve simple questions while keeping a route to an agent.

I also reviewed more than 300 support chats. Customers repeated information, received inconsistent answers, and were often left without a next step. I proposed shared response guidance covering required documents, review timelines, and escalation, along with WhatsApp support for easier document sharing.

Impact

Correct first-time claims rose from 26% to 93%, while invalid claims reaching the claims team fell from 15% to 5%. Turnaround dropped from 35 days to under 10, and claim-related calls fell by 40%. Calls reaching live agents fell by 33–47% across the three markets.

The biggest lesson: claims and support are one service. Clearer guidance before submission reduces the need to call afterward, and better phone support reaches the customers an app cannot.